How Max Hofert delivered a one-of-a-kind brand for a one-of-a-kind destination management company
When it comes to unforgettable experiences, Access has been ahead of the curve for a long time. With over 50 years of experience, the San Diego-based destination management company continuously strives to deliver the very best in corporate events. Creative agency FRNDS invited Colorado-based studio Max Hofert Design and team to conceptualise and design a bold identity that would not only convey the warmth and empathic approach of the company, but do so with strategic sophistication.
Central to this is a new wordmark, championing a custom ‘A’ to represent movement and connection next to a sturdy sans serif base. This is constructed from Displaay’s characterful, geometric typeface Roobert. “We knew we wanted to carry the typeface that was used in the wordmark into the rest of the typographic system, so flexibility at all sizes and use cases was top of mind,” Hofert tells us.
“Our brand strategy led us to a direction that used constant interplay between corporate and casual. Roobert is no ordinary geometric sans, with a balance between rounded and square elements, and a handful of unexpected letterforms, it was perfectly suited for the wordmark and was a seamless flow into the secondary typeface.” Throughout the rest of the brand assets, the high-contrast GT Super Display is used for messaging and large-scale applications, whilst its demure counterpart GT Super Text is used for body copy.
To really stand out from competitors, figuratively and literally, Hofert devised a colour palette unlike anything seen before in the destination management field. Helmed by a punchy pairing of blood-orange and a reddy-brown, warm pinks and reds are complemented with deep teals and lighter pastel blues. A family of 3D tubes zig-zag and wind throughout the identity, designed to represent portals carrying you from one experience through to the next.